Marina Ilina, CEO of PIN-UP Global: “Our expertise is already beyond iGaming”

Marina Ilina, CEO of PIN-UP Global, unveils how the company prepares for a new era of multidisciplinary digital innovation.

Exclusive interview.- In recent years, PIN-UP Global has stood out for its dynamic growth, innovative product launches, and rapid expansion into new markets and verticals. As the company undergoes a strategic transformation, which started a year ago, its evolution into a multidisciplinary business group marks a key moment. 

To know more about the next chapter of the company’s journey, Focus Gaming News caught up with Marina Ilina, CEO of PIN-UP Global, who reflects on their strategy, which includes diversification beyond igaming to its bold ambitions in digital innovation, regulatory tech, MarTech, and FinTech.

Marina, PIN-UP Global has shown impressive growth in recent years — new B2B products have been launched, geography is expanding, and the team has grown significantly. What stage of development is the holding at now, and what are you preparing for next?

A year ago, we announced our transformation, and we are already approaching its logical conclusion. Launching new B2B products and expanding our product portfolio is not just diversification; it is preparation for a qualitatively new stage of development. We have created technological solutions in key areas: financial technologies, payment solutions, marketing platforms and advertising technologies, platform B2C services, digital entertainment and regulatory technologies. Team growth to more than 4,500 specialists was a natural consequence of this product expansion in various areas of digital businesses. Now we are in the final stages of a major transformation into a business group that will operate well beyond a single industry.

I can see from your words that the holding company is preparing for serious changes. Can you tell us more about what this means for the business and why such a decision was made?

This is a very important step for us, and we will publicly announce it soon. The new business group will bring together expertise and technology in different areas of digital businesses. This means a transition from an igaming-specific holding company to a multi-disciplinary structure with a clearly organised management model. Each area now develops as a full-fledged business with its own strategy, team and responsibility for results. Gambling remains part of our expertise, but now it is only one of the areas where we develop and innovate.

The decision to transform is driven by our strategic vision. We don’t want to be confined to one industry when we have technology, team and expertise in digital businesses from different areas. This transformation is about creating an intelligent and technology-driven business environment for innovative solutions that transform digital markets. 

“We don’t want to be confined to one industry when we have technology, team and expertise in digital businesses from different areas.”
Marina Ilina, CEO of PIN-UP Global.

How will the key areas within the business group look like now? Will igaming remain part of the portfolio or will there be a complete transition to new markets? Which specific areas and geographies do you see the most potential in?

As I said, igaming is definitely still part of our expertise, but now it’s just one area. Our business group will include all the products of the PIN-UP Global holding company and even more. 

We are already changing markets in finance technology, marketing platforms and advertising technology, etc. Geographically, technology is not limited, we are actively looking to expand our new brands and products into new regions. Due to our expertise in operating in highly regulated markets, we have a competitive advantage to launch products.

You say that you are interested in technological markets. What kind of technologies and innovations does the business group plan to develop and introduce in the coming years?

We focus on technologies that solve real business challenges and have the potential to transform entire industries. This includes developing innovative digital services customised for different industries, as well as adapting and transferring our proven technologies across industries.

We pay special attention to regulatory technology (regtech) and compliance solutions — we have learnt how to work in a highly regulated environment and can now offer this expertise to other digital businesses. Our mission is not just to create products, but to shape the intellectual and technological business environment for innovation.

You announced new products at the beginning of the year. You already have successful products like Frogo. What other solutions do you plan to develop under the new structure?

Frogo is a great example of how an internal product can become a successful B2B solution. This all-in-one fraud platform is now being developed as a standalone business with a focus on B2B expansion. 

We are similarly developing another useful product — Communications Hub — a universal platform for managing all types of communications, from SMS to email and flash calls. Each of our products is created taking into account the real needs of the market and is supported by the company’s expertise in the respective field.

And there’s more. You will soon find out about the rest of our products in our official release. And in September, at the SBC Summit in Lisbon, you can even meet the teams and learn more about each of our products and services. Trust me, you’ll be impressed by the scale of our representation at the expo. 

“Our mission is not just to create products, but to shape the intellectual and technological business environment for innovation.”
Marina Ilina, CEO of PIN-UP Global.

How will the investment strategy of the business group change in the new format? What types of projects and technologies will you invest in now that the focus has broadened?

As before, the holding company will have its own investment area within the business group, focused on launching and developing new digital businesses. We will continue to invest in teams and MVPs that can complement the group’s structure or open up new segments.

Priorities have expanded from igaming solutions to MarTech, FinTech, AI/ML and technology analytics. We are particularly interested in projects in the areas of payment systems, cryptocurrencies, AI-developments for marketing automation and improving the efficiency of business processes, as well as regulatory technologies.

It is important to understand: we provide not just funding, but comprehensive support — from mentoring and operational assistance to access to the group’s infrastructure. Promising businesses receive investment and all the expertise they need to grow quickly. 

More than 4,500 professionals means a significant team. What helps you manage such a team and recruit professionals at such speed?

The secret lies in the decentralised approach to management. Each division in the new structure is an autonomous business with its own team and P&L responsibility. We believe in the power of the entrepreneurial approach: each team has the freedom to make decisions and take responsibility for the outcome.

At the same time, we have centralised key services — HR, legal, finance, PR and R&D — so that each business unit can focus on growth without losing time to operational hurdles.

Our HR focus is Middle, Senior and C-level professionals. We offer not just a position, but participation in the creation of large-scale products and technology solutions that impact the development of digital industries. This attracts strong professionals who want to work on really interesting challenges.

“We provide not just funding, but comprehensive support — from mentoring and operational assistance to access to the group’s infrastructure.”
Marina Ilina, CEO of PIN-UP Global.

The business group is entering highly competitive markets with already established players. What unique advantages do you have?

Our main advantage is our multidisciplinary expertise and deep understanding of various digital industries. We know how to build highly loaded platforms, have a successful track record in highly regulated markets and understand how to tailor solutions to the specifics of each industry.

The second advantage is transformational expertise: we are able to transfer successful practices across industries, adapting proven solutions for new industries. This provides us with a unique speed to market with products that are ready to scale.

Thirdly, we have technology that is ready for growth. Our products are already operating in the CIS, Europe, Latin America and Asia. We help companies enter the market faster, scale and reduce costs by offering solutions with high conversion rates and speed of implementation.

Fourth, operational expertise. Each product is customised to local requirements, languages, regulations and user patterns. We know how to operate in a highly regulated environment and can offer that expertise to others.

Where do you envisage your business in five years? What role do you plan to play in the digital transformation of various industries?

In five years, we will be a recognised leader in digital transformation, shaping standards in key technology areas. We aim to become not just a solution provider, but a strategic partner for companies that are scaling up and entering new markets.

Our role is to transform the approach to digital business growth. We want to show that a successful business is a combination of strong expertise, adaptive technology and high speed of implementation. That’s how we work and that’s what we offer to the market.

We envision ourselves as a catalyst for change in the digital industries, helping companies not just adapt to new realities, but actively shape the future of their industries.